Immersive content items

ABSTRACT

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content items. In one aspect, a method includes presenting an immersive content item at a client device. The immersive content item includes a first presentation interface that includes a scrollable image portion that presents an image having a first interaction point and a preview graphic indicating the availability of other images for presentation. The immersive content item also includes a second presentation interface that is initiated upon interaction with the first interaction point. The second presentation interface includes a scrollable image portion that presents an image from a plurality of images and an image sequencing indicator.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims the benefit under 35 U.S.C. § 119(e) of U.S.Patent Application No. 62/137,179, entitled “Immersive Content Items,”filed Mar. 23, 2015. The disclosure of the foregoing application isincorporated herein by reference in its entirety for all purposes.

BACKGROUND

This specification relates to data processing and content distribution.

The Internet facilitates the exchange of information and transactionsbetween users across the globe. This exchange of information enablescontent sponsors to provide sponsored content to a variety of users. Acontent sponsor can control the distribution of their content items(e.g., promotions, advertisements, audio files, video files, or othercontent items) based on a set of distribution parameters that specifyunder what conditions a content item is eligible to be distributed. Whena presentation opportunity meeting the conditions is available, thecontent item provided by a content sponsor is deemed eligible to beprovided for presentation.

SUMMARY

In general, one innovative aspect of the subject matter described inthis specification can be embodied in methods that include the actionsof receiving a query; processing the query to determine an additionalcontent item to provide along with search results that are responsive tothe query, wherein processing includes: identifying a product or serviceassociated with the query; locating an immersive content item from aninventory of available content items that is relevant to the product orservice, wherein the immersive content item includes a firstpresentation interface that includes a title, an image with an firstinteraction point, a preview graphic indicating the availability ofother images for presentation, a tag line, and a plurality of additionalinteraction points, and wherein the immersive content item includes asecond presentation interface that is initiated upon interaction withthe first interaction point that includes a scrollable image portionincluding a first image of a plurality of images and an image sequencingindicator, and a repositioned title, a tag line and one or more of theadditional interaction points; and providing the immersive content itemfor presentation along with search results responsive to the receivedquery. Other embodiments of this aspect include corresponding systems,apparatus, and computer programs, configured to perform the actions ofthe methods, encoded on computer storage devices.

These and other embodiments can each optionally include one or more ofthe following features. At least one of the additional interactionpoints can be configured, upon interaction, to generate a new searchquery related to the received search query and submit the new searchquery to a search engine so as to enable new search results to bepresented.

The new search query can be for a supplier or source of the product orservice and the search results can include supplier, dealership or otherentity for enabling purchasing the product or service.

The scrollable image portion can include an initial image of the pluralimages for viewing in the scrollable image portion. The plural imagescan be in a sequence. The scrollable image portion can include a firstcontrol for transitioning between the plural images in accordance withthe sequence.

The scrollable image portion can include a last image in the pluralimages. The last image can include an interaction point and descriptivetext for redirecting a user to a web resource with additionalinformation relating to the product or service.

The second presentation interface can include a control fortransitioning back to the first presentation interface. When the controlis activated, the first presentation interface can be re-presented withan image that was a last image presented to a respective user in thesecond presentation interface.

Providing the immersive content item can include providing instructionsfor loading the first and second presentation interfaces includingimages for the plurality of images

Providing the immersive content item can include providing instructionsfor loading the first presentation interface at a time when theimmersive content item is provided. Upon receipt of an interaction withthe first interaction point, the method can include providinginstructions for rendering the second presentation interface includingproviding at least a first image of the plurality of images.

The method can include providing the plurality of images along with theinstructions for rendering the second presentation interface.

Another innovative aspect of the subject matter described in thisspecification can be embodied in methods that include the actions ofgenerating at a client device a query and submitting the query to asearch service; receiving an immersive advertisement responsive to thequery and search results, where the immersive advertisement is sponsoredand where the search results are organic; presenting on a displayassociated with the client device the immersive advertisement, includingpresenting a first presentation aspect that includes an image portionthat includes a first image and an image hint for a second image in asequence of images that are associated with the immersive advertisement,where the immersive advertisement includes a first control fortransitioning to presentation of a different image for presentation inthe image portion from the sequence and a different portion of an imageas the image hint responsive to user interaction with the first control;receiving an indication of user interaction with the first control; andtransitioning including presenting a next image in the sequence in theimage portion and an image hint for an image that follows the next imagein the sequence. Other embodiments of this aspect include correspondingsystems, apparatus, and computer programs, configured to perform theactions of the methods, encoded on computer storage devices.

These and other embodiments can each optionally include one or more ofthe following features. Methods can include providing a second controlin the first presentation aspect for transitioning to a second differentpresentation aspect, the second different presentation aspect includingan image portion for presenting a then current image in the sequence anda sequence indicator for presenting an indication for where in thesequence the current image lies.

Methods can include receiving user interaction with the second controland transitioning display of the immersive advertisement to the secondpresentation aspect.

Methods can include receiving a user interaction for transitioning backto the first presentation aspect, determining a then current image thatis included in the image portion of the second different presentationaspect, and presenting the then current image as the first image in thefirst presentation aspect.

Particular embodiments of the subject matter described in thisspecification can be implemented so as to realize none, one, or more ofthe following advantages. The subject matter of this document canfacilitate access to different types of content through a singleimmersive content item, while providing more information than is capableof being simultaneously presented in a display space occupied by theimmersive content item. The subject matter of this document enables amobile device or tablet device to better utilize the limited displayspace that is available for presentation of content, thereby improvingthe ability of the mobile device or tablet device to present morecontent than is simultaneously presentable on the limited display space.The subject matter of this document enables dynamic creation ofimmersive content items that can change a presentation environmentpresented at a mobile device or tablet device based, at least in part,on location information provided by the mobile device or tablet device.

The details of one or more embodiments of the subject matter describedin this specification are set forth in the accompanying drawings and thedescription below. Other features, aspects, and advantages of thesubject matter will become apparent from the description, the drawings,and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example environment in which content isdistributed to user devices.

FIG. 2 is an illustration of an example mobile communications devicepresenting an immersive content item in an example search resultsenvironment.

FIG. 3 is an illustration of a second presentation interface that isprovided by the immersive content item subsequent to user interactionwith the immersive content item.

FIG. 4 is an illustration of a second presentation interface that isprovided by the immersive content item subsequent to user interactionwith the immersive content item.

FIG. 5 is another illustration of the second presentation interface thatis provided by the immersive content item.

FIG. 6A is an illustration of the example first presentation interfacethat is provided subsequent to user interaction with the secondpresentation interface.

FIG. 6B is another illustration of the example first presentationinterface that is provided subsequent to user interaction with thesecond presentation interface

FIG. 7 is a flow chart of an example process for providing amulti-presentation interface in an immersive content item

FIG. 8 is a flow chart of another example process for providing amulti-presentation interface in an immersive content item.

FIG. 9 is a flow chart of an example process 900 for presenting animmersive content item at a user device

FIG. 10 is a block diagram of an example computer system.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

This document describes apparatus, systems, methods, and computerreadable medium related to distribution of immersive content items. Animmersive content item is a content item that includes multiplepresentation interfaces and various interactive functionality (e.g.,facilitating requests for more multimedia content, requests for a toplevel web page of an advertiser website, requests for a specified lowerlevel page of the advertiser website, and/or a requery for additionalinformation related to a product being advertised by the immersivecontent item). As discussed in more detail below, the immersive contentitem can include multimedia items (e.g., images, video, audio orcombinations thereof), a title, a tagline, and a scrollable multimediaportion in which at least some of the multimedia items can be presented.

User interaction with a given portion (e.g., a multimedia item) of theimmersive content item can transition the immersive content item from afirst presentation interface to a second presentation interface. Thetransition from the first presentation interface to the secondpresentation interface can include a reformatting/repositioning ofinformation presented in the first presentation interface (e.g., a titleand navigation elements) and presentation of additional information(e.g., factual information about a service or product) that was notpresented in the first presentation interface. Additionally, the size ofthe second presentation interface can be larger than the firstpresentation interface and occlude a portion or all of the searchresults (or other content) that was presented with the immersive contentitem in the first presentation interface. The transition from the firstpresentation interface to the second presentation interface can also becompleted without navigating away from the search results page orresource with which the immersive content item was originally presented.

Once the immersive content item is presented in the second presentationinterface, the immersive content item can be transitioned back to thefirst presentation interface through user interaction with a control.When the immersive content item is transitioned back to the firstpresentation interface, a then current image in a sequence of imagesthat is currently displayed in the second presentation interface can beincluded in an image portion of the first presentation interface.

FIG. 1 is a block diagram of an example environment 100 in which contentis distributed to user devices 106. The example environment 100 includesa network 102, such as a local area network (LAN), a wide area network(WAN), the Internet, or a combination thereof. The network 102 connectswebsites 104, user devices 106, content sponsors 108, and a contentdistribution system 110. The example environment 100 may include manydifferent websites 104, user devices 106, and content sponsors 108.

A website 104 is one or more resources 105 associated with a domain nameand hosted by one or more servers. An example website is a collection ofweb pages formatted in hypertext markup language (HTML) that can containtext, images, multimedia content, and programming elements, such asscripts. Each website 104 is maintained by a publisher, which is anentity that controls, manages and/or owns the website 104.

A resource 105 is any data that can be provided over the network 102. Aresource 105 is identified by a resource address that is associated withthe resource 105. Resources include HTML pages, word processingdocuments, and portable document format (PDF) documents, images, video,and feed sources, to name only a few. The resources can include content,such as words, phrases, images and sounds, that may include embeddedinformation (such as meta-information in hyperlinks) and/or embeddedinstructions (such as scripts). Units of content that are presented in(or with) resources are referred to as content items, and an individualcontent item can be stored in a single file or set of files independentof the resource.

A user device 106 is an electronic device that is capable of requestingand receiving resources over the network 102. Example user devices 106include personal computers, mobile communication devices, and otherdevices that can send and receive data over the network 102. A userdevice 106 typically includes a user application, such as a web browser,to facilitate the sending and receiving of data over the network 102.

A user device 106 can submit a resource request 112 that requests aresource 105 from a website 104. In turn, data representing therequested resource 114 can be provided to the user device 106 forpresentation by the user device 106. The requested resource 114 can be,for example, a home page of a website 104, a web page from a socialnetwork, or another resource 105. The data representing the requestedresource 114 can include data that cause presentation of resourcecontent 116 at the user device 106. The data representing the requestedresource 114 can also include data specifying a content item slot 118.

A content item slot is a portion of the resource (e.g., a portion of aweb page or portion of search results) or a portion of a user display(e.g., a presentation location of another window or in a slot of a webpage) in which one or more content items, such as advertisements, can bepresented. A content items slot 118 can also be referred to as anadvertisement slot, but any type of content (e.g., content items otherthan advertisements) can be presented in the content item slot 118.

A single content item slot 118 may be configured to include one or morepresentation positions 119 a and 119 b. Alternatively or additionally,each different content item slot 118 can be considered a separatepresentation position, and a resource can include multiple differentcontent item slots. Each presentation position can represent a portionof the content item slot 118 at which a content item can be presented.In some implementations, the number of presentation positions and/or thesize of the presentation positions for a particular content item slot118 may be determined, for example, based on the number, type, and/orvalue of content items that are available for presentation in thecontent item slot.

The content item slot 118 can be located at a top of or along a side ofthe display (as shown), and presented with other content (e.g., such assearch results or publisher content). The content item slot 118 can alsobe presented at other locations. For example, the content item slot 118can be located at a banner portion of the display (e.g., across a topportion of the display).

To facilitate searching of resources, the environment 100 can include asearch system 113 that identifies the resources by crawling and indexingthe resources provided by the publishers on the websites 104. Data aboutthe resources can be indexed based on the resource with which the dataare associated. The indexed and, optionally, cached copies of theresources are stored in a search index 122. Data that are associatedwith a resource is data that represents content included in the resourceand/or metadata for the resource.

User devices 106 can submit search queries to the search system 113 overthe network 102. In response, the search system 113 accesses the searchindex 122 to identify resources that are relevant to the search query.The search system 113 identifies the resources in the form of searchresults and returns the search results to the user device in searchresults page. A search result is data generated by the search system 113that identifies a resource that is responsive to a particular searchquery, and includes a link to the resource. An example search result caninclude a web page title, a snippet of text or a portion of an imageextracted from the web page, and the URL of the web page. Like otherresources, search results pages can include one or more content itemslots 118 in which content items, such as advertisements, can bepresented.

When a resource 105 is requested by a user device 106, execution of codeassociated with a content item slot 118 in the resource initiates arequest for one or more content items to populate the slot, which isreferred to as a content item request. The content item request caninclude characteristics of the slots that are defined for the requestedresource 114. For example, a reference (e.g., URL) to the requestedresource 114 for which the content item slot 118 is defined, a size ofthe content item slot, a maximum number of presentation positions (orcontent items) that can be included in the content item slot 118, and/ormedia types that are eligible for presentation in the content item slot118 can be provided to the content distribution system 110. Similarly,keywords associated with a requested resource (“resource keywords”) orentities that are referenced by the resource can also be provided to thecontent distribution system 110 to facilitate identification of contentitems that are relevant to the requested resource 114. Content itemrequests can also include other information, such as information thatthe user has provided, geographic information indicating a state orregion from which the request was submitted, or other information thatprovides context for the environment in which the content item will bedisplayed (e.g., a type of device at which the content item will bedisplayed, such as a mobile device or tablet device).

The content items that are provided in response to a content itemrequest (or another request) are identified based, in part, ondistribution parameters associated with the content items. Distributionparameters are a set of criteria upon which distribution of contentitems are conditioned. In some implementations, the distributionparameters for a particular content item can include distributionkeywords that must be matched (e.g., by resource keywords or searchqueries) in order for the content item to be eligible for presentation.The distribution parameters can also require that the content itemrequest include information specifying a particular geographic region(e.g., country or state) and/or information specifying that the contentitem request originated at a particular type of user device. Thedistribution parameters can also specify a bid and/or budget fordistributing the particular content item. Bids can be used to select aset of content items for presentation with a resource and/or todetermine in which presentation position the content item(s) will bepresented.

The experience provided by most online content items (e.g.,advertisements) is the ability for a user to interact with the contentitem and, in response to the interaction, navigate to a linked website.This single interactive functionality enables a user to visit a websitethat is linked to by the content item and browse the site for additionalcontent. However, content items that provide a more immersive experiencecan be created and provided to users. These immersive content items caninclude various functionality that enable a user to customize theexperience provided by the content item, e.g., though interaction withvarious portions of the immersive content item. For example, asdiscussed in more detail below, an immersive content item can includethe capability of presenting to the user various images, videos, orother multimedia content related to a given product or service.Immersive content items can also enable the user to obtain various typesof information related to the given product or service. Some of theother types of information include pricing information and/or locationswhere the product can be purchased. The immersive content items can alsoinclude functionality that enables the user to build a custom product byselecting options, and being provided information (e.g., price andavailability) about the custom product.

To facilitate creation and distribution of immersive content items, theenvironment 100 includes an immersive content item apparatus (“ICIA”)120. In some implementations, the ICIA 120 operates in conjunction withthe content distribution system 110 to distribute immersive contentitems to users. In some implementations, the ICIA 120 is part of thecontent distribution system 110. As discussed in detail below, theimmersive content items can be distributed for presentation with searchresults responsive to a given search query, and the immersive contentitems distributed can be related to a product or service that isreferred to in the search query.

FIG. 2 is an illustration of an example mobile communications device(“mobile device”) 200 presenting an immersive content item 202 in anexample search results page. The mobile device 200 is capable ofcommunicating over a mobile network (e.g., a cellular network operatedby ProviderX), a WiFi network, or another communications interface.

The mobile device 200 includes an application that facilitates onlinesearches. For example, the mobile device 200 can include a browser thatenables a user to access a web page of an online search provider.Additionally or alternatively, the mobile device 200 can include anative search application that is stored on the mobile device 200 andfacilitates online searches through the native application (e.g.,without opening a browser application). The description that followswill refer to presentation of information in a native search application(referred to as the “search application”) running on a mobile device,but the description is also applicable to online search environmentssuch as those presented in a browser (e.g., through interaction with asearch provider website) or other applications and in desktop or tabletdevices.

As illustrated by FIG. 2, the search application includes a query entryfield 204 in which a user can enter a search query. For example, asshown in FIG. 2, the user has entered the search query “product1” intothe query entry field 204. Upon user interaction with a submissionelement 206, the search application causes the user device 200 to submitthe search query “product1” to a search service. In response toreceiving the search query, the search service (e.g., an online searchserver) will identify resources that are related to the received searchquery, and provide “organic search results” 208 for presentation at theuser device 200. In some implementations, the user device 200 presentsthe organic search results 208 in an organic search results portion 210of the display.

Submission of the search query can also trigger a request for additionalcontent (i.e., content that is not identified by the search service orsearch server that identifies the organic search results). In someimplementations, the submitted query and/or other information associatedwith the query (e.g., geographic location of the user device thatsubmitted the query, user profile information associated with the userthat submitted the query, and/or historical interaction information suchas previously submitted queries) is included in a request foradvertisements or other content items to be presented in a same displaywith the organic search results. For example, upon receipt of the searchquery, the search service (or another data processing apparatus) can usethe query and any information associated with the query to generate arequest for one or more advertisements that will be presented with theorganic search results. In turn, the search service can transmit thisrequest to the ICIA 120.

The ICIA 120 receives the request, which includes the query, andprocesses the query (and associated information) to identify anadditional content item that will be provided to the user device 200 forpresentation with the organic search results. The processing of thequery can include, for example, identifying text and/or images that aresubmitted as part of the search query. The identified query text and/orimages can be used to identify a product or service that is associatedwith the query. For example, using the search query “product1” the ICIA120 can identify a product that is being referred to in the searchquery.

The identification of the product being referred to by a given searchquery can be determined, for example, using term matching, contextualanalysis techniques, similarity measures between the search query andterms or phrases that are used to refer to the products, and/or othertechniques for matching a search query to a product. In the presentexample, assume that there is a given product named product1, which isconsidered referred to by the search query “product1.” Note that thesearch query need not refer to a particular unique product, but canrefer to a class or category of products.

Once the ICIA 120 has determined that the search query relates to agiven product (e.g., product1), the ICIA 120 can continue the processingby locating a content item that is related to the given product. In someimplementations, the identification can be based on distributionkeywords that are matched by a reference to the given product (e.g.,product1) as discussed above with reference to FIG. 1.

In some implementations, the ICIA 120 identifies an immersive contentitem 202 that is related to the given product (e.g., product1). Animmersive content item provides multiple different presentationinterfaces to a user, and also includes multiple different interactionareas that each initiate a different interactive functionality. Forexample, the immersive content item 202 provides an initial presentationinterface in which the user is presented with a scrollable image portion(“image portion”) 212, a title 214, a tagline 216, and threenavigational elements 218, 220, and 222, which include (or define)interaction points. Each of these different portions of the immersivecontent item 202 can include code that initiates various interactivefunctionality (e.g., interaction points), as described below.

The image portion 212 is described with reference to presentation ofimages associated with a given product. However, the image portion 212can be a portion of the immersive content item 200 that provides accessto any multimedia content (e.g., sounds, videos, or other multimediacontent). As such, the image portion 212 can also be referred to as amultimedia portion of the immersive content item 202. The descriptionthat follows with reference to the image portion 212 is also applicableto implementations in which other types of multimedia content arepresented in a multimedia portion of the immersive content item 202. Insome implementations, the image portion includes a first image portionfor presentation of a first image in a sequence of images that areassociated with the located product or service and an image hintportion. The image hint portion can be of the form of a portion of anext image in the sequence, so as to suggest to the user that moreimages are available for viewing in the first interface. The image hintportion is discussed in greater detail below.

The title 214 and the tag line 216 provide information about theproduct. For example, the title 214 may identify the name (or brand) ofthe product being advertised in the immersive content item 202, and thetag line 216 may be a marketing slogan associated with the product orinformation associated with the image being presented in the imageportion 212. In some implementations, one or both of the title 214 and atagline 216 can be linked to a webpage (or another network resource)associated with the product, such that user interaction with the title214 or tagline 216 can initiate a request for the webpage. For example,each of the title 214 and the tagline 216 can be linked to a top-levelpage of the advertiser's website (e.g., a home page of the advertiser'swebsite), such that user interaction with the title 214 or tagline 216will initiate a request for the top-level page of the advertiser'swebsite. The three navigational elements 218, 220, and 222 can eachinitiate a different interactive functionality, as discussed in moredetail below.

The image portion 212 can include an image of the product (or related tothe product) and a preview graphic 224 (e.g., the image hint) of aportion of a different image indicating to the user that there are oneor more other images available to view within the immersive content item202. The one or more other images can be, for example, additional imagesof the product or related to the product that the advertiser hasprovided for presentation in the immersive content item 202. The portioncan be of the form of a small portion (such as occupying 10% of theoverall image space) and including only a corresponding portion of thenext image in a sequence of images. As will be discussed in more detailbelow, a user can interact with (e.g., swipe) the image portion 212(e.g., by dragging their finger from right to left) to view a nextavailable image (e.g., the image identified in the preview graphic 224).Alternatively, the user can use a mouse (or other pointing device) toperform a designated interaction that will scroll through the images.

A user tap (or click) on the image portion 212 can initiate a firstinteractive functionality in response to user interaction with the imageportion 212. For example, a user tap (or click) on the image portion 212can cause the immersive content item 202 to expand (i.e., increase inheight and/or width) within the display area of the mobile device 200and occlude at least a portion of the organic search results 208, asillustrated by FIG. 3.

FIG. 3 is an illustration of a second presentation interface that isprovided by the immersive content item 202 subsequent to userinteraction with the immersive content item 202. As illustrated by FIG.3, in the second presentation interface, the immersive content item 202has expanded to occupy an entire display area of the mobile device 200and occludes all of the organic search results that were previouslypresented. In some implementations, the immersive content item 202expands to fill less than the entire display area of the mobile device200 (or a tablet device), but may still occlude at least a portion ofthe organic search results that were presented prior to the user tap (orother designated interaction) with the image portion 212 of theimmersive content item. Note that the expansion of the immersive contentitem 202 does not require the user to navigate away from the organicsearch results 208, as the organic search results 208 can remain loadedwhile the second presentation interface is provided by the immersivecontent item 202. As illustrated by FIG. 3, in the second presentationinterface, the immersive content item 202 can include an interfacetransition element 226 that causes presentation of the secondpresentation interface to be ended. When presentation of the secondpresentation interface is ended, the organic search results 208 areagain be presented to the user. As discussed in more detail below, userinteraction with the second presentation interface can be used to modifythe first presentation interface that is presented to the user afterending a second presentation interface.

In the second presentation interface, the immersive content item 202 canbe reformatted in various ways (e.g., relative to the formatting of theimmersive content item 202 in the first presentation interface). Forexample, in addition to being resized, the layout of the immersivecontent item 202 can be reconfigured. As illustrated by FIG. 3, thetitle 214 can be moved above the image portion 212, while the tag line216 can remain below the image portion. The three navigational elements218, 220, and 222 can also be repositioned and/or resized. For example,as shown in FIG. 3, the three navigational elements 218, 220, and 222have been rearranged in a vertical presentation configuration andexpanded horizontally (e.g., relative to the arrangement of thenavigational elements 218, 220, and 222 in the first presentationinterface).

The three navigational elements 218, 220, and 222 can each initiate adifferent interactive functionality, and the interactive functionalityof each of the navigational elements 218, 220, and 222 can be providedin each of the first presentation interface and the second presentationinterface. For example, the navigational element 218 can include a link(or another reference) to a top level page of the advertiser's website(e.g., the advertiser's home page), which enables the user to access thetop-level page of the advertiser's website by interacting with thenavigational element 218.

The navigational element 220 can include a link to a specific page ofthe advertiser's website (e.g., a lower-level page of the advertiser'swebsite relative to the top level page), which enables the user todirectly request the specific page through interaction with thenavigational element 220. In some implementations, the specific pagethat is linked to by the navigational element 220 can be dynamicallyselected based on the context in which the immersive content item 202 isbeing presented.

The context in which the immersive content item 202 is being presentedcan be determined, for example, based on information associated with thesearch query that was submitted (e.g., information associated with thesearch query “product1”). For example, the context can include a time ofday and/or day of the week when the immersive content item 202 is beingpresented. Similarly, the context can be based on a geographic region(e.g., city, state, or nation) from which the search query 204 wassubmitted. The context can also be based on information associated withthe user and/or activities or interactions performed by the user (e.g.,previous search queries submitted, webpages viewed, and/or otherinformation requested by/submitted by the user) prior to submission ofthe search query in response to which the immersive content item 202 wasprovided.

For purposes of example, assume that the ICIA 120 determines that theimmersive content item 202 was provided at 2:30 PM on a Friday, and thatthe user that submitted the search query 204 has previously searched forvarious information regarding a given product, including, for example,pricing information and/or a location at which the given product can bepurchased. Also assume that the ICIA 120 determines that the searchquery 204 was submitted from a user device that is located within aspecified distance of one or more manufacturers, dealers, or resellersof the given product.

In this example, ICIA 120 may determine that the current context matchesa context similar to that associated with previous user sessions duringwhich users ultimately configured and/or purchased the given product. Assuch, the navigational element 220 that the ICIA 120 selects (and/orcreates) for presentation in the immersive content item 202 can includean active link to a specific page that enables the user to configure orcustomize available options for the given product, obtain pricing forreconfigured or customize version of the given product, and/or purchasethe given product. Thus, user interaction with (e.g., a user tap orclick on) the navigational element 220 will initiate a request for thespecific page, thereby enabling the user to directly navigate from theimmersive content item 202 to the specific page (i.e., without requiringthe user to first navigate to the top-level page of the advertiser'swebsite or manually entering the URL of the specific page).

The navigational element 222 can initiate a different interactivefunctionality than the navigational element 220 or the navigationalelement 218. In some implementations, the navigational element 222 caninitiate a requery for additional information about the product beingadvertised. The requery can be created, for example, based on the searchquery 204 that was submitted and other information related to the searchquery 204. In some implementations, the requery includes the searchquery 204 that was submitted by the user and/or other terms. In someimplementations, the requery is a variation of the search query 204.

The other information related to the search query 204 can be determined,for example, based on historical interaction information related toother users that have previously submitted the search query 204 (or asimilar search query e.g., a search query related to the same product orclass of product). For example, assuming that the search query 204 isrelated to a specific car model, historical search queries related tothe specific car model can be evaluated to identify other search queriesthat user submitted when searching for information related to thespecific car model. Similarly, user interactions with various searchresults presented in response to historical search queries and/or otheractivities of the users following submission of the search query (e.g.,pages of the advertiser's website that were visited and/or a portion ofthe users that ultimately purchased the product being advertised) can beevaluated to identify information that was useful to the previous userswho were searching for information related to the product beingadvertised.

In a particular example, if a sufficient number of users have submittedsearch queries to identify dealers that sell the specific car model,this information can be used by the ICIA 120 to determine that thenavigational element 222 of the immersive content item 202 shouldinitiate a search query for dealers of the specific car model. In thisexample, the ICIA 120 can configure the navigational element 222 toinitiate a requery of “product1 dealers” in response to user interactionwith the navigational element 222. User interaction with thenavigational element 222 will cause a new search query (“product1dealers”) to be submitted to the search service, which will respond witha new set of search results that are relevant to the newly submittedsearch query. Thus, the navigational element 222 enables the user tosearch for additional information related to the product associated withtheir original search query without having to formulate a new searchquery.

In some implementations, the search query that is associated with thenavigational element 222 can vary based on the context in which theimmersive content item 202 is presented. The new search query that itselected for a given presentation of the immersive content item 202 canbe selected based on historical information related to previous usersessions that had contexts similar to that of the current user sessionin which the immersive content item 200 to its being presented. Forexample, the new search query can be selected using historicalinformation associated with users in a similar geographic region as theuser that submitted the search query 204. Similarly, the new searchquery can be selected using historical information associated with usersthat performed similar search queries and/or research as the user thatsubmitted search query 204. Further, the new search query can beselected using historical information associated with users that havesimilar interests as the user that performed similar search queries(e.g., users that enjoy car shows).

Selecting the new search query based on the context in which theimmersive content item 202 is presented can enable the user to identifyinformation that other similarly situated users found useful. Forexample, based on historical information the ICIA 120 may determine thatsimilarly situated users (e.g., users in user sessions having similarcontexts as the current user session) ultimately found reviews of thegiven product useful in the research. In this example, the ICIA 120 maychoose and/or create a new search query such as “product1 reviews,” andassociate this new search query with the navigational element 222. Inresponse to user interaction with the navigational element 222, themobile device 200 will submit the new search query “product1 reviews” tothe search service, and obtain organic search results relevant to thenew search query.

Additional and/or different interactive functionalities can beassociated with navigational elements of the immersive content item 202.For example, the immersive content item 202 can include a navigationalelement that invokes a phone call in response to user interaction withthe navigational elements, thereby causing the mobile device to dial aphone number of the advertiser. In this example, the navigationalelement enables the user to contact the advertiser by phone withoutfirst having to identify the phone number, for example, from a webpageof the advertiser, or manually dial the phone number.

Another interactive functionality that can be associated withnavigational element of the immersive content item 202 is an e-mail orchat functionality. The e-mail functionality initiates an e-mail to theadvertiser in response to user interaction with navigational element.For example, if a user wants to request information from the advertiserand/or ask a question, the user can interact with the e-mailnavigational element. The user interaction with the navigational elementwill launch an e-mail interface through which the user can send ane-mail to the advertiser. Similarly, the chat functionality can initiatea chat session with a customer service representative, thereby enablingthe user to request specific information about the product or servicefrom the customer service representative.

In some implementations, the interactive functionalities that areassociated with the navigational elements 218, 220, and 222 can beselected dynamically (e.g., by the ICIA 120) based on the context inwhich the immersive content item 202 is presented. For example, the ICIA120 can analyze prior instances in which the immersive content item 202was presented to similarly situated users (e.g., users that performedsimilar user interactions and/or engaged in user sessions similar to thecurrent user session) to identify which, if any, of the interactivefunctionalities were utilized by the similarly situated users. Forexample, the ICIA 120 may determine that at least some specified portion(or threshold portion) of the similarly situated users utilized the“product1 reviews” requery interactive functionality. In this example,the ICIA 120 may choose to associate the “product1 reviews” requeryinteractive functionality with one of the navigational elements. In someimplementations, the ICIA 120 can rank the available interactivefunctionalities (e.g., based on prior utilization and/or other factorssuch as user feedback regarding interactive functionality usefulness)and associate a top N number of the interactive functionalities with thenavigational elements that are included in the immersive content item202 (where N is an integer corresponding to a number of navigationalelements that are being included in the immersive content item 202).

Additional product information (i.e., beyond that provided in the firstpresentation interface) can also be included in the second navigationalexperience. For example, as illustrated by FIG. 3, the immersive contentitem 202 includes a set of product facts 302 that provide additionalinformation about the product being advertised. The product facts 302can be supplied by the advertiser and/or identified from varioussources, such as the advertiser's website. The set of product facts 302include three different facts 302 a-302 c.

The specific facts presented can be selected, for example, by the ICIA120 based on information associated with the search query and/orinformation associated with a user of the search query. For example,assume that product1 is a specific car model, and that the user thatsubmitted the search query previously submitted search queries regardingpricing of that specific car model and/or performance of the specificcar model. In this example, the information regarding the previouslysubmitted search queries can be used to identify pricing and/orperformance information about the specific car model. For example, fact1 302 a may present pricing information for the specific car model,while fact 2 302 b may present fuel economy information for the specificcar model and fact 3 302 c may present the horsepower of the specificcar model.

In some implementations, the specific facts that are presented in thesecond presentation interface can be selected from a set of availablefacts (e.g., provided by the advertiser and/or obtained from a websiteof the advertiser). The selection of the set of available facts can bebased on a ranking of the facts in view of the context in which theimmersive content item 202 is being presented. For example, the ICIA 120(or another data processing apparatus) can identify various combinationsof attributes (e.g., geographic information, search history information,user profile information, time of day/day of week information, mobiledevice capabilities, or other attributes) that define the given contextof previous user sessions, and determine the effectiveness of thevarious facts in the set of available facts when provided in each of thegiven contexts.

The effectiveness of the various facts can be determined, for example,based on user actions (e.g., product purchases, requests for additionalinformation, click-throughs, or other actions) performed when each ofthe various facts was presented. The effectiveness of the various factscan also be determined, for example, based on express user feedbackregarding the specific facts and their usefulness to the users (e.g.,using surveys or other feedback mechanisms such as feedback icons+/−that can be presented next to the facts).

Once the effectiveness of the various facts has been determined, thefacts can be ranked based on their effectiveness in each of the givencontexts. When a content item request is subsequently received, thecontext in which the immersive content item 202 is being presented canbe matched to one of the given contexts, and the ranking of the variousfacts for the matched given context can be used to select a highestranked set of facts to be included in the second presentation interfaceof the immersive content item 202.

The second presentation interface includes an image portion 304 in whichan image is presented. The image presented in the image portion 304 canbe an image of the product or service that was identified based on thesearch query 204. In some implementations, the image portion 304 doesnot include the preview graphic 224 that was presented in the imageportion 212 of the first presentation interface of FIG. 2. In someimplementations, the image portion 304 includes an image sequencingindicator 306. The image sequencing indicator indicates that multipleimages are available for viewing as well as a position of the currentlypresented image among the multiple images. For example, in FIG. 3 theimage sequencing indicator 306 has a series of seven circles indicatingthat there are seven images available to be viewed in the immersivecontent item 202. A leftmost circle 308 of the image sequencingindicator 306 is shaded while the remaining six circles of the imagesequencing indicator 306 are not shaded. The shading of the leftmostcircle 308 indicates that there are six additional images that can beviewed, and that the user can view these images by scrolling to theright. The scrolling can be achieved, for example, by way of a right toleft user swipe on the image portion 304. The scrolling can also beachieved, for example, through user interaction with scrollingmechanisms (e.g., an interactive user interface control that initiatesimage scrolling in response to user interaction with the interactiveuser interface control s). For purposes of example, the description thatfollows will refer to image scrolling that is achieved by way of userswipes, but the description is also applicable to implementations inwhich scrolling mechanisms or other user interface controls are used toscroll or otherwise navigate through a sequence of images.

FIG. 4 is another illustration of the second presentation interface thatis provided by the immersive content item 202 subsequent to a right toleft user swipe on the image portion 304. As illustrated by FIG. 4, theright to left user swipe causes a second image to be presented in theimage portion 304 of the immersive content item 202. When the secondimage is presented in the image portion 304, the image sequencingindicator 306 is updated to signify that the second image in the seriesof seven images is currently being presented, that five more images canbe presented through subsequent right to left user swipes, and one imagecan be presented through a left to right user swipe. In particular,subsequent to the right to left user swipe, the circle 310 is shadedrather than the leftmost circle 308, which is no longer shaded. In thisexample, the rest of the immersive content item 202 outside of the imageportion 304 remains unchanged following the right to left user swipe. Auser can continue to swipe left or right to view the various images thatare available through the immersive content item 202.

FIG. 5 is another illustration of the second presentation interface thatis provided by the immersive content item 202. As illustrated by FIG. 5,the rightmost circle 312 of the image sequencing indicator 306 isshaded, while the other circles of the image sequencing indicator 306are not shaded. The shading of the image sequencing indicator 306 inFIG. 5 indicates that the user has reached a last image in the sequenceof images.

When the last image in the sequence of images is presented (e.g., theuser has swiped left to right until reaching a final image), code of theimmersive content item 202 can cause the mobile device 200 to presentdescriptive text 504 informing the user of the availability of moreproduct images at a specified webpage or website. For example, the text504 recites “See more on product1.com,” thereby informing the user thatadditional content (e.g., images, video, sounds, or other multimediacontent) can be obtained from the specified webpage or website. In someimplementations, code of the immersive content item 202 associates alink to the specified webpage or website with the last image in thesequence of images. For example, the code of the immersive content item202 can specify that when a user interacts with (e.g., taps or clickson) the last image in the sequence of images, the webpage or websitecorresponding to the link will be requested. In some implementations,each image in the sequence of images can be associated with the link tothe specified webpage or website (e.g., linked to the webpage orwebsite), such that a user tap or click on the image can initiate arequest for the webpage or website corresponding to the link.

Code of the immersive content item 202 can also enable additionalinteractive functionality through additional types of interactions withthe images (or other types of multimedia content) presented in the imageportion 304. In some implementations, a user swipe from bottom to top(or top to bottom) on a displayed image can cause presentation of one ormore images related to the displayed image. For example, assume that thedisplayed image shows an interior of a specific car model. In thisexample, if the user swipes from bottom to top on the image of theinterior of the car, another image providing a more detailed view of theinterior of the car can be presented in the image portion 304.Similarly, if the user swipes from top to bottom, a less detailed viewof the interior of the car can be presented in the image portion 304.

Alternatively, or additionally, the user swipe from bottom to top on theimage of the interior of the car can cause a new sequence of images tobe loaded for presentation in the image portion 304. For example, againassuming that the user swipes from bottom to top on the image of theinterior of the car, the user swipe can cause a new sequence of imagesthat show various aspects of the interior of the car can be loaded forpresentation in the image portion 304. In this example, the user canscroll through the images of the interior of the car, for example, byswiping from right to left or from left to right, as discussed above.

As discussed above, the user can end, or transition out of, the secondpresentation interface by, for example, tapping (or clicking) the endexperience element 226. When the user interacts with the end experienceelement 226, the user can be transitioned from the second presentationinterface to the first presentation interface. In some implementations,user interactions or other activity that occurred within the secondpresentation interface can be used to update content presented in thefirst presentation interface.

FIG. 6A is an illustration of the example first presentation interfacethat is provided subsequent to user interaction with the secondpresentation interface. Continuing with the example above, assume thatthe user interacted with the end experience element 226 while the lastimage in the sequence of images was presented in the image portion 304.In this example, the last image in the sequence of images is presentedin the image portion 212 when the user is transitioned back to the firstpresentation interface, as illustrated by FIG. 6A. In this example, theimage that is presented in the image portion 212 after user interactionwith the second presentation interface is different than the image thatwas presented to the user when the user transitioned from the firstpresentation interface to the second presentation interface originally.As such, user interactions associated with the second presentationinterface can be used to update the image presented to the user when theuser transitioned back to the first presentation interface.

When the last image in the sequence of images is presented in the imageportion 212, the last image can be presented with the descriptive text504 that was presented in the second presentation interface. Similarly,code that the immersive content item 202 can initiate a request for thewebpage or website where the referenced additional content can beobtained, in a manner similar to that described above. While referenceis made to scrolling based on user interaction in either the first orthe second presentation environments/interfaces, such scrolling can beautomatic and not require user interaction.

The image portion 212 of the first presentation interface also enables auser to scroll through the set of available images (or other multimediacontent). In some implementations, the image portion 212 does notinclude the image sequencing indicator 306 shown in FIGS. 5 and 6A.Rather, the image portion 212 can include a preview graphic 224indicating that there are additional images available for viewing. Forexample, as shown in FIG. 6, the preview graphic 224 can be located on aright side of the image portion 212 indicating to the user that anotherimage is available to be viewed by scrolling from left to right. Thescrolling can be performed, for example, through a user swipe from leftto right on the mobile device 200. The scrolling can also be performed,for example, through user interaction with a scrolling mechanism, asdiscussed above.

The user can scroll left to right or right to left through the sequenceof images in a manner similar to that described above with reference tothe second presentation interface. When additional images are availableby scrolling either left to right or right to left (e.g., the user isnot viewing the first image or last image in the sequence of images), insome implementations the image portion 212 can include two differentpreview graphics. For example, one preview graphic can be located on aleft side of the image portion 212, while a second preview graphic canbe presented on the right side of the image portion 212. When the useris viewing the first image in the sequence of images, the image portion212 can include the preview graphic 224 on the right side of the imageportion 212, as shown in FIG. 2. Other functionality discussed abovewith reference to images presented in the image portion 304 can also beprovided for images presented in the image portion 212.

FIG. 6B is another illustration of the example first presentationinterface that is provided subsequent to user interaction with thesecond presentation interface. FIG. 6B shows an example of a disclaimerelement (also referred to as a disclaimer interaction point) that can beincluded in the immersive content item 202. A disclaimer interactionpoint is associated with a tagline, an image, or another portion of theimmersive content item, and provides additional information related tothe tagline, the image or the other portion of the immersive contentitem. For example, if the tagline 216 specifies the fuel economy of acar, the tagline 216 can be associated with a disclaimer interactionelement 610 that presents information regarding the source and/ordisclaimers related to the fuel economy information provided in responseto user interaction with the disclaimer interaction point. Thus, thedisclaimer interaction element 610 can enable the user to quickly obtainadditional disclaimer information related to claims about the product orservice, without cluttering the immersive content item with theadditional disclaimer information. In some implementations, theadditional disclaimer information is presented in an overlay 620 thatoccludes part of the immersive content item. The overlay includes a userinterface element 630 that enables the user to close the overlay so thatthe details of the disclaimer are no longer presented. A disclaimerelement can be included in either the first presentation interfaceand/or the second presentation interface.

FIG. 7 is a flow chart of an example process 700 for providing amulti-presentation interface in an immersive content item. The process700 can be performed, for example, by one or more data processingapparatus, such as the ICIA 120 of FIG. 1. Operations of the process 700can be implemented by instructions that when executed cause one or moredata processing apparatus to perform operations of the process 700. Theinstructions can be stored on a non-transitory computer readable medium.In some implementations, the process 700 enables a mobile device topresent content to users based, at least in part, on a location of themobile device.

A query is received (702). In some implementations, the query can be aquery that was submitted by a user through a search interface. Forexample, the query can include text and/or images that were submittedthrough a query entry field of a search application or an online searchinterface. The query can be submitted, for example, to a search systemthat identifies search results that are relevant to the submitted query.The query can be received by a data processing apparatus, such as theICIA 120 of FIG. 1, for example, based on information provided to thedata processing apparatus by one or more of the user device from whichthe query was submitted and/or the search system. In someimplementations, the query is received as part of a content item requestthat is requesting one or more content items for presentation with thesearch results that are provided by the search system. The dataprocessing apparatus can process the query to determine an additionalcontent item to provide along with search results responsive to thequery as described in more detail below.

A product or service associated with the query is identified (704). Insome implementations, the product or service can be expressly identifiedby the query. For example, a query for “product1” may expressly refer toa given product that is named “product1.” In some implementations, theproduct or service that is associated with the query may be inferredbased on one or more terms in the query, geographic informationassociated with the query, information regarding query submissionhistory associated with a user that submitted the query, or otherinformation.

For example, users from different geographic regions may utilize variousterms to refer to a given product or category of products. The termsused to refer to a given product by users in different geographicregions can be determined, for example, by analyzing query submissionsand/or other activities of users from various geographic regions. Forexample, when users from two different geographic regions use twodifferent terms to refer to a same product (e.g., as evidenced by clickdata indicating that users visited webpages related to the same productafter submitting search queries including the two different terms), itmay be determined that the two different terms refer to the sameproduct. A similar evaluation of terms used by different segments ofusers can be performed, such that information about which segment ofusers is associated with a given query can be used to determine to whichproduct or service the query referrers.

An immersive content item is located from an inventory of availablecontent items (706). In some implementations, the located at immersivecontent item is a content item that is relevant to the identifiedproduct or service. For example, the located immersive content item canbe a content item having a distribution keyword that is matched by thequery.

The immersive content item includes a first presentation interface and asecond presentation interface. The first presentation interface caninclude a title, an image presented in a scrollable image portion, atagline, and multiple interaction points. The first presentationinterface can also include a preview graphic that is presented with theimage to indicate that other images are available for presentationwithin the immersive content item. In some implementations, the previewgraphic is a portion (e.g., less than all or merely a hint) of the imagethat will be presented in response to a scroll interaction. The scrollinteraction can be deemed to have occurred when a user swipes from leftto right (or right to left) on the display of the user device, or whenthe user interacts with the scroll mechanism. An example firstpresentation interface is provided in FIG. 2.

The second presentation interface of the immersive content item is notvisible upon initial presentation of the immersive content item. Rather,when a user device executes code of the immersive content item, thefirst presentation interface is initially presented in the display ofthe user device. After the first presentation interface is presented,the user device will initiate presentation of the second presentationinterface in response to user interaction with a given interaction pointof the immersive content item. For example, as discussed above, a usertap (or click) on the image of the first presentation interface cancause the user device to initiate presentation of the secondpresentation interface. In this example, the given interaction point islocated within a display area of the image.

Interaction points are portions of the immersive content item toinitiate interactive functionality in response to user interaction withthe interaction points. For example, as discussed above, differentelements of the immersive content item can be associated with differentinteractive functionality such user interaction with different portionsof the immersive content item will initiate different actions. Forinstance, a user tap (or click) on the image presented in the firstpresentation interface can initiate presentation of the secondpresentation interface. Meanwhile, a user tap on a navigation element(e.g., similar to those presented in FIG. 2 and FIG. 3) can initiateeither a request for a top page of the advertiser's website, a requestfor a specific lower page of the advertiser's website, or initiate arequery, as discussed above.

As discussed above, the requery can be initiated to obtain additionalinformation about the product or service associated with the query. Insome implementations, the terms of the requery request information abouta supplier or source of the product or service associated with thequery. For example, when the immersive content item is presented withsearch results responsive to the query “product1,” the requery that isinitiated through interaction with a requery interaction point can causethe user device to submit the query “product1 supplier” or a similarquery to the search service. In this example, the search results thatare received by the user device will replace any initial search resultsthat were presented in the first presentation interface based on thesearch query “product1,” and include information specifying a supplier,dealerships, or other entity through which the product or service can bepurchased.

The second presentation interface also includes an image that ispresented in a scrollable image portion, a title, a tagline, andmultiple interaction points. In some implementations, layout of thesecond presentation interface differs from the layout of the firstpresentation interface. For example, as described above, the title ofthe second presentation interface can be located above the image,whereas the title of the first presentation interface may be locatedbelow the image. In some implementations, the tagline of the secondpresentation interface may be different than the tagline of the firstpresentation interface. Further, interaction points of the firstpresentation interface may be relocated for presentation in a differentportion of the second presentation interface. For example, as discussedabove with reference to FIGS. 2 and 3, the navigation elements 218, 220,and 222 can be configured in a horizontal configuration in the firstpresentation interface, and be configured in a vertical configuration inthe second presentation interface.

As discussed above with reference to FIG. 3, the image presentationassociated with the second presentation interface may differ from theimage presentation associated with the first presentation interface. Forexample, the ability to view additional images in the first presentationinterface may be indicated based on the inclusion of the preview graphicin an image portion of the first presentation interface. Meanwhile, theability to view additional images in the second presentation interfacemay be indicated by the sequencing indicator similar to that presentedin FIG. 3 (i.e., 306).

The initial image that is presented in the first presentation interfacemay be the first image in the sequence of ordered images that areavailable for presentation in the immersive content item. As discussedabove, the user can scroll through the images in a variety of ways. Whenpresentation of the second presentation interface is initiated (e.g.,through user interaction with a presented image), the secondpresentation interface can initially be presented with either the firstimage in the sequence of ordered images or the image that was presentedin the first presentation interface at the time that the presentation ofthe second presentation interface was initiated. In either case, thesecond presentation interface enables the user to scroll through theimages in manner similar to that discussed above (e.g., using a control,such as a user swipe, that facilitates transitions between the sequenceof images).

Each image in the sequence of images can be associated with thedifferent tagline. Therefore, when a different image is presented in theimmersive content item, a different tagline can be presented in theimmersive content item. For example, when the second image in thesequence of images replaces the first image in the sequence of images,the tagline associated with the second image can replace the taglineassociated with the first image.

Each of the first presentation interface and the second presentationinterface can also include disclaimer interaction points. A disclaimerinteraction point is associated with a tagline, an image, or anotherportion of the immersive content item, and provides additionalinformation related to the tagline, the image or the other portion ofthe immersive content item. For example, if a tagline specifies the fueleconomy of a car, the tagline can be associated with a disclaimerinteraction point that presents information regarding the source and/ordisclaimers related to the fuel economy information provided in responseto user interaction with the disclaimer interaction point. Thus, thedisclaimer interaction point can enable the user to quickly obtainadditional disclaimer information related to claims about the product orservice, without cluttering the immersive content item with theadditional disclaimer information. In some implementations, theadditional disclaimer information is presented in an overlay thatoccludes part of the immersive content item. The overlay can include auser interface element that enables the user to close the overlay sothat it is no longer presented.

The immersive content item can also include descriptive text and/or alink to a resource that can provide additional multimedia contentrelated to the product or service. For example, when a user reaches alast image in the sequence of images, the immersive content item canpresent the descriptive text informing the user of the resource fromwhich additional multimedia content can be obtained. Additionally, inresponse to user interaction with the image, the immersive content itemcan initiate a request for the resource identified in the descriptivetext to provide the user with additional information relating to theproduct or service. The immersive content item can also includedescriptive text and/or a link to a resource that can provide othertypes of multimedia content. For example, a user may scroll through aseries of sounds or videos that are included in the immersive contentitem. When the user scrolls to the last sound or video, the immersivecontent item can present the descriptive text. Additionally, in responseto detecting user interaction with the last sound or video, theimmersive content item can initiate a request for a resource from whichadditional sounds, images or videos related to the product or servicecan be obtained.

The second presentation interface can include a control fortransitioning back to the first presentation interface. In response todetecting user interaction with the control for transitioning back tothe first presentation interface (e.g., when the control is activated),the immersive content item can transition the display of the user deviceback to the first presentation interface. In some implementations, theimage that was last presented in the second presentation interface ispresented in the first presentation interface, such that activitiesperformed in the second presentation interface change the contentpresented in the first presentation interface (e.g., relative to thecontent presented when the first presentation interface was lastactive).

The immersive content item is provided for presentation with searchresults responsive to the received query (708). In some implementations,the immersive content item is initially only partially provided. Forexample, a portion of the immersive content item required to present thefirst presentation interface can initially be provided in response tothe query and/or a request for content based on the query. Providingonly a portion of the immersive content item reduces the amount of datathat initially needs to the transmitted to the user device. In theseimplementations, a remainder of the immersive content item can beprovided to the user device in response to a determination that the userhas requested presentation of the second presentation interface. Forexample, user interaction with the image presented in the firstpresentation interface can initiate a request for additional data thatis required to present the second presentation interface. In response tothe request, data used to render and/or reformat the immersive contentitem into the second presentation interface and/or one or more imagescan be transferred to the user device.

Alternatively, and/or additionally, the remainder of the immersivecontent item that is required to present the second presentationinterface can be trickled to the user device after the initial portionof the immersive content item is provided to the user device. Forexample, a portion of the available bandwidth provided to the userdevice can be used to transmit the data required to present the secondpresentation interface to the user device over some specified period.Therefore, when presentation of the second presentation interface isrequested, all of the data required to present the second presentationinterface may have already been downloaded to the user device.

In some implementations, all the data used to present each of the firstpresentation interface and the second presentation interface istransferred to the user device in response to the query. For example,all images that will be available in each of the first presentationinterface and the second presentation interface, as well as all factualinformation and report any information can be transferred to the userdevice in response to the query.

FIG. 8 is a flow chart of another example process 800 for providing amulti-presentation interface in an immersive content item. The process800 can be performed, for example, by one or more data processingapparatus, such ICIA 120 of FIG. 1. Operations of the process 800 can beimplemented by instructions that when executed cause one or more dataprocessing apparatus to perform operations of the process 800. Theinstructions can be stored on a non-transitory computer readable medium.In some implementations, the process 800 enables a mobile device topresent content to users based, at least in part, on a location of themobile device.

Multimedia content associated with a content item is obtained (802). Insome implementations, the multimedia content can include one or more ofimages, audio files, or video files. The multimedia content can beobtained, for example, by way of advertiser input. For example, anadvertiser can access an advertisement management account and uploadvarious multimedia files that can be associated with a content item. Insome implementations, the multimedia content can be obtained from one ormore network locations specified by an advertiser. For example, anadvertiser can specify a domain associated with their website. Thisdomain can be used to identify various webpages included in the domain,and extract content associated with one or more products from thevarious webpages.

An immersive content item is generated based on the obtained multimediacontent (804). In some implementations, the immersive content item isgenerated to include one or more images, a title, a tagline, andmultiple interaction points. The immersive content item can also begenerated to include two different presentation interfaces. As describedabove, the immersive content item will include code that initiallypresents a first presentation interface, and transitions to a secondpresentation interface in response to user interaction with one of theinteraction points. For example, a user interaction with (e.g., tap orclick on) the presented image can transition the immersive content itemfrom the first presentation interface to the second presentationinterface. The immersive content item is generated to include code thatrearranges at least a portion of the content included in the immersivecontent item during a transition between the two presentationinterfaces. For example, as discussed above the immersive content itemcan change a location of the title and at least some of the interactionpoints (e.g., the navigation elements of FIGS. 2 and 3).

In some implementations, the immersive content item is generated topresent additional factual information in the second presentationinterface (e.g., relative to the information presented in the firstpresentation interface). For example, as discussed above with referenceto FIG. 3, the immersive content item can present a set of factualinformation (e.g., 302) relevant to the product when the immersivecontent item is transitions to the second presentation interface. Themethod can further include retrieving such information in real time,rather than merely providing static data.

The immersive content item is distributed to users (806). In someimplementations, the immersive content item is distributed to users thatsubmitted a search query, and the immersive content item is distributedfor presentation with search results responsive to the search query.

User interaction data related to the immersive content item is obtained(808). The user interaction data can specify user actions that occurredat a user device when the immersive content item is presented. Forexample, each interaction with the immersive content item (e.g., eachswipe, each interaction with an interaction point, and/or eachtransition between the first presentation interface and the secondpresentation interface) can be logged in a client-side cookie (oranother file) and uploaded to an interaction tracking server (e.g., theICIA 120). The interaction tracking server can store the interactions inassociation with the immersive content item.

Performance measures and/or billing information are generated for theimmersive content item (810). In some implementations, the performancemeasures and/or billing information can be generated based on the userinteraction data. For example, the effectiveness of an immersive contentitem can be based, at least in part, on a number of user swipes thatoccurred during a given presentation of the immersive content item.Similarly, the effectiveness of the immersive content item can be based,at least in part, on whether a user transitions to the secondpresentation interface and/or how long the second presentation interfacewas presented at the user device. Further, the effectiveness of theimmersive content item can be based, at least in part, on a number (orportion) of the interaction points with which users interacted duringpresentations of the immersive content item. The user interaction datacan be aggregated over multiple different users and used to generatereport informing the advertiser of the performance measures for theimmersive content item. For example, the report can include informationspecifying an average number (or another measure of central tendency) ofswipes per presentation of the immersive content item, an average numberof images presented during each presentation of the immersive contentitem, and/or a portion of all immersive content item presentations thatincluded a transition to the second presentation interface.

In some implementations, the generated report and/or the userinteraction data can be used for billing purposes. For example, anamount charged for presentation of an immersive content item can bebased on a level of interaction with the immersive content item. Forexample, a baseline bid can be used for purposes of billing when theimmersive content item is presented to a user, but the user does notinteract with any interaction points (e.g., the images, title, tagline,or navigation elements) of the immersive content item. In this example,advertisers can be required to pay more for each presentation of theimmersive content item that resulted in a user interaction with one ofthe interaction points. Similarly, the amount paid by the advertiser canalso vary based on the type of interaction occurred. For example, anadvertiser can be required to pay some specified amount for each userswipe occurred (e.g., to view other images), another amount for atransition to the second presentation interface, and still some otheramount for each interaction with a navigation element (or otherinteraction point).

FIG. 9 is a flow chart of an example process 900 for presenting animmersive content item at a user device, such as a mobile communicationsdevice. The process 900 begins with a query being generated andsubmitted from a client device (902). In some implementations, the querycan be submitted to a search service.

An immersive advertisement is received in response to the query (904).In some implementations, the immersive advertisement can be a sponsoredcontent item that is received for presentation with organic searchresults. For example, the immersive advertisement can be received froman advertisement server, while the organic search results can bereceived from a search service server that differs from theadvertisement server.

The immersive advertisement is presented on a display associated withthe client device (906). In some implementations, the presentation ofthe immersive advertisement includes presenting a first presentationaspect that includes an image portion. The image portion can include afirst image and an image hint for a second image in a sequence of imagesthat are associated with the immersive advertisement. The immersiveadvertisement can include a first control for transitioning topresentation, in the image portion, of a different image from thesequence. Similarly, a different portion of an image can be presented asthe image hint in response to user interaction with the first control.

An indication of user interaction with the first control is received(908).

A second control is provided in the first presentation aspect fortransitioning to a second different presentation aspect (910). Thesecond different presentation aspect can include an image portion forpresenting a then current image in the sequence and a sequence indicatorfor presenting an indication for where in the sequence the current imagelies.

A user interaction with the second control is received (912). In someimplementations, the user interaction with the second control causes adisplay of the immersive advertisement to be transitioned to the secondpresentation aspect.

A user interaction for transitioning back to the first presentationaspect is received (914). In response to the user interaction, adetermination can be made as to the current image that is included inthe image portion of the second different presentation aspect. In turn,the then current image can be presented in the image portion of thefirst presentation aspect.

FIG. 10 is a block diagram of example computing devices 1000, 1050 thatmay be used to implement the systems and methods described in thisdocument, as either a client or as a server or plurality of servers.Computing device 1000 is intended to represent various forms of digitalcomputers, such as laptops, desktops, workstations, personal digitalassistants, servers, blade servers, mainframes, and other appropriatecomputers. Computing device 1000 is further intended to represent anyother typically non-mobile devices, such as televisions or otherelectronic devices with one or more processers embedded therein orattached thereto. Computing device 1050 is intended to represent variousforms of mobile devices, such as personal digital assistants, cellulartelephones, smartphones, and other computing devices. The componentsshown here, their connections and relationships, and their functions,are meant to be examples only, and are not meant to limitimplementations of the inventions described and/or claimed in thisdocument.

Computing device 1000 includes a processor 1002, memory 1004, a storagedevice 1006, a high-speed controller 1008 connecting to memory 1004 andhigh-speed expansion ports 1010, and a low-speed controller 1012connecting to low-speed bus 1014 and storage device 1006. Each of thecomponents 1002, 1004, 1006, 1008, 1010, and 1012, are interconnectedusing various busses, and may be mounted on a common motherboard or inother manners as appropriate. The processor 1002 can processinstructions for execution within the computing device 1000, includinginstructions stored in the memory 1004 or on the storage device 1006 todisplay graphical information for a GUI on an external input/outputdevice, such as display 1016 coupled to high-speed controller 1008. Inother implementations, multiple processors and/or multiple buses may beused, as appropriate, along with multiple memories and types of memory.Also, multiple computing devices 1000 may be connected, with each deviceproviding portions of the necessary operations (e.g., as a server bank,a group of blade servers, or a multi-processor system).

The memory 1004 stores information within the computing device 1000. Inone implementation, the memory 1004 is a computer-readable medium. Inone implementation, the memory 1004 is a volatile memory unit or units.In another implementation, the memory 1004 is a non-volatile memory unitor units.

The storage device 1006 is capable of providing mass storage for thecomputing device 1000. In one implementation, the storage device 1006 isa computer-readable medium. In various different implementations, thestorage device 1006 may be a floppy disk device, a hard disk device, anoptical disk device, or a tape device, a flash memory or other similarsolid state memory device, or an array of devices, including devices ina storage area network or other configurations. In one implementation, acomputer program product is tangibly embodied in an information carrier.The computer program product contains instructions that, when executed,perform one or more methods, such as those described above. Theinformation carrier is a computer- or machine-readable medium, such asthe memory 1004, the storage device 1006, or memory on processor 1002.

The high-speed controller 1008 manages bandwidth-intensive operationsfor the computing device 1000, while the low-speed controller 1012manages lower bandwidth-intensive operations. Such allocation of dutiesis an example only. In one implementation, the high-speed controller1008 is coupled to memory 1004, display 1016 (e.g., through a graphicsprocessor or accelerator), and to high-speed expansion ports 1010, whichmay accept various expansion cards (not shown). In the implementation,low-speed controller 1012 is coupled to storage device 1006 andlow-speed bus 1014. The low-speed bus 1014 (e.g., a low-speed expansionport), which may include various communication ports (e.g., USB,Bluetooth®, Ethernet, wireless Ethernet), may be coupled to one or moreinput/output devices, such as a keyboard, a pointing device, a scanner,or a networking device such as a switch or router, e.g., through anetwork adapter.

The computing device 1000 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as astandard server 1020, or multiple times in a group of such servers. Itmay also be implemented as part of a rack server system 1024. Inaddition, it may be implemented in a personal computer such as a laptopcomputer 1022. Alternatively, components from computing device 1000 maybe combined with other components in a mobile device (not shown), suchas computing device 1050. Each of such devices may contain one or moreof computing devices 1000, 1050, and an entire system may be made up ofmultiple computing devices 1000, 1050 communicating with each other.

Computing device 1050 includes a processor 1052, memory 1064, aninput/output device such as a display 1054, a communication interface1066, and a transceiver 1068, among other components. The computingdevice 1050 may also be provided with a storage device, such as amicro-drive or other device, to provide additional storage. Each of thecomponents 1050, 1052, 1064, 1054, 1066, and 1068, are interconnectedusing various buses, and several of the components may be mounted on acommon motherboard or in other manners as appropriate.

The processor 1052 can process instructions for execution within thecomputing device 1050, including instructions stored in the memory 1064.The processor may also include separate analog and digital processors.The processor may provide, for example, for coordination of the othercomponents of the computing device 1050, such as control of userinterfaces, applications run by computing device 1050, and wirelesscommunication by computing device 1050.

Processor 1052 may communicate with a user through control interface1058 and display interface 1056 coupled to a display 1054. The display1054 may be, for example, a TFT LCD display or an OLED display, or otherappropriate display technology. The display interface 1056 may compriseappropriate circuitry for driving the display 1054 to present graphicaland other information to a user. The control interface 1058 may receivecommands from a user and convert them for submission to the processor1052. In addition, an external interface 1062 may be provided incommunication with processor 1052, so as to enable near areacommunication of computing device 1050 with other devices. Externalinterface 1062 may provide, for example, for wired communication (e.g.,via a docking procedure) or for wireless communication (e.g., viaBluetooth® or other such technologies).

The memory 1064 stores information within the computing device 1050. Inone implementation, the memory 1064 is a computer-readable medium. Inone implementation, the memory 1064 is a volatile memory unit or units.In another implementation, the memory 1064 is a non-volatile memory unitor units. Expansion memory 1074 may also be provided and connected tocomputing device 1050 through expansion interface 1072, which mayinclude, for example, a subscriber identification module (SIM) cardinterface. Such expansion memory 1074 may provide extra storage spacefor computing device 1050, or may also store applications or otherinformation for computing device 1050. Specifically, expansion memory1074 may include instructions to carry out or supplement the processesdescribed above, and may include secure information also. Thus, forexample, expansion memory 1074 may be provide as a security module forcomputing device 1050, and may be programmed with instructions thatpermit secure use of computing device 1050. In addition, secureapplications may be provided via the SIM cards, along with additionalinformation, such as placing identifying information on the SIM card ina non-hackable manner.

The memory may include for example, flash memory and/or MRAM memory, asdiscussed below. In one implementation, a computer program product istangibly embodied in an information carrier. The computer programproduct contains instructions that, when executed, perform one or moremethods, such as those described above. The information carrier is acomputer- or machine-readable medium, such as the memory 1064, expansionmemory 1074, or memory on processor 1052.

Computing device 1050 may communicate wirelessly through communicationinterface 1066, which may include digital signal processing circuitrywhere necessary. Communication interface 1066 may provide forcommunications under various modes or protocols, such as GSM voicecalls, SMS, EMS, or MMS messaging, CDMA, TDMA, PDC, WCDMA, CDMA2000, orGPRS, among others. Such communication may occur, for example, throughtransceiver 1068 (e.g., a radio-frequency transceiver). In addition,short-range communication may occur, such as using a Bluetooth®, WiFi,or other such transceiver (not shown). In addition, GPS receiver module1070 may provide additional wireless data to computing device 1050,which may be used as appropriate by applications running on computingdevice 1050.

Computing device 1050 may also communicate audibly using audio codec1060, which may receive spoken information from a user and convert it tousable digital information. Audio codec 1060 may likewise generateaudible sound for a user, such as through a speaker, e.g., in a handsetof computing device 1050. Such sound may include sound from voicetelephone calls, may include recorded sound (e.g., voice messages, musicfiles, etc.) and may also include sound generated by applicationsoperating on computing device 1050.

The computing device 1050 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as acellular telephone 1080. It may also be implemented as part of asmartphone 1082, personal digital assistant, or other mobile device.

Embodiments of the subject matter and the operations described in thisspecification can be implemented in digital electronic circuitry, or incomputer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. Embodiments of the subject matterdescribed in this specification can be implemented as one or morecomputer programs, i.e., one or more modules of computer programinstructions, encoded on computer storage medium for execution by, or tocontrol the operation of, data processing apparatus. Alternatively or inaddition, the program instructions can be encoded on anartificially-generated propagated signal, e.g., a machine-generatedelectrical, optical, or electromagnetic signal, that is generated toencode information for transmission to suitable receiver apparatus forexecution by a data processing apparatus. A computer storage medium canbe, or be included in, a computer-readable storage device, acomputer-readable storage substrate, a random or serial access memoryarray or device, or a combination of one or more of them. Moreover,while a computer storage medium is not a propagated signal, a computerstorage medium can be a source or destination of computer programinstructions encoded in an artificially-generated propagated signal. Thecomputer storage medium can also be, or be included in, one or moreseparate physical components or media (e.g., multiple CDs, disks, orother storage devices).

The operations described in this specification can be implemented asoperations performed by a data processing apparatus on data stored onone or more computer-readable storage devices or received from othersources.

The term “data processing apparatus” encompasses all kinds of apparatus,devices, and machines for processing data, including by way of example aprogrammable processor, a computer, a system on a chip, or multipleones, or combinations, of the foregoing The apparatus can includespecial purpose logic circuitry, e.g., an FPGA (field programmable gatearray) or an ASIC (application-specific integrated circuit). Theapparatus can also include, in addition to hardware, code that createsan execution environment for the computer program in question, e.g.,code that constitutes processor firmware, a protocol stack, a databasemanagement system, an operating system, a cross-platform runtimeenvironment, a virtual machine, or a combination of one or more of them.The apparatus and execution environment can realize various differentcomputing model infrastructures, such as web services, distributedcomputing and grid computing infrastructures.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, declarative orprocedural languages, and it can be deployed in any form, including as astand-alone program or as a module, component, subroutine, object, orother unit suitable for use in a computing environment. A computerprogram may, but need not, correspond to a file in a file system. Aprogram can be stored in a portion of a file that holds other programsor data (e.g., one or more scripts stored in a markup languagedocument), in a single file dedicated to the program in question, or inmultiple coordinated files (e.g., files that store one or more modules,sub-programs, or portions of code). A computer program can be deployedto be executed on one computer or on multiple computers that are locatedat one site or distributed across multiple sites and interconnected by acommunication network.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform actions by operating on input data andgenerating output. The processes and logic flows can also be performedby, and apparatus can also be implemented as, special purpose logiccircuitry, e.g., an FPGA (field programmable gate array) or an ASIC(application-specific integrated circuit).

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read-only memory ora random access memory or both. The essential elements of a computer area processor for performing actions in accordance with instructions andone or more memory devices for storing instructions and data. Generally,a computer will also include, or be operatively coupled to receive datafrom or transfer data to, or both, one or more mass storage devices forstoring data, e.g., magnetic, magneto-optical disks, or optical disks.However, a computer need not have such devices. Moreover, a computer canbe embedded in another device, e.g., a mobile telephone, a personaldigital assistant (PDA), a mobile audio or video player, a game console,a Global Positioning System (GPS) receiver, or a portable storage device(e.g., a universal serial bus (USB) flash drive), to name just a few.Devices suitable for storing computer program instructions and datainclude all forms of non-volatile memory, media and memory devices,including by way of example semiconductor memory devices, e.g., EPROM,EEPROM, and flash memory devices; magnetic disks, e.g., internal harddisks or removable disks; magneto-optical disks; and CD-ROM and DVD-ROMdisks. The processor and the memory can be supplemented by, orincorporated in, special purpose logic circuitry.

To provide for interaction with a user, embodiments of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input. In addition, a computer can interact with a user bysending documents to and receiving documents from a device that is usedby the user; for example, by sending web pages to a web browser on auser's client device in response to requests received from the webbrowser.

Embodiments of the subject matter described in this specification can beimplemented in a computing system that includes a back-end component,e.g., as a data server, or that includes a middleware component, e.g.,an application server, or that includes a front-end component, e.g., aclient computer having a graphical user interface or a Web browserthrough which a user can interact with an implementation of the subjectmatter described in this specification, or any combination of one ormore such back-end, middleware, or front-end components. The componentsof the system can be interconnected by any form or medium of digitaldata communication, e.g., a communication network. Examples ofcommunication networks include a local area network (“LAN”) and a widearea network (“WAN”), an inter-network (e.g., the Internet), andpeer-to-peer networks (e.g., ad hoc peer-to-peer networks).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. In someembodiments, a server transmits data (e.g., an HTML, page) to a clientdevice (e.g., for purposes of displaying data to and receiving userinput from a user interacting with the client device). Data generated atthe client device (e.g., a result of the user interaction) can bereceived from the client device at the server.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular embodiments of particular inventions.Certain features that are described in this specification in the contextof separate embodiments can also be implemented in combination in asingle embodiment. Conversely, various features that are described inthe context of a single embodiment can also be implemented in multipleembodiments separately or in any suitable subcombination. Moreover,although features may be described above as acting in certaincombinations and even initially claimed as such, one or more featuresfrom a claimed combination can in some cases be excised from thecombination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular embodiments of the subject matter have been described.Other embodiments are within the scope of the following claims. In somecases, the actions recited in the claims can be performed in a differentorder and still achieve desirable results. In addition, the processesdepicted in the accompanying figures do not necessarily require theparticular order shown, or sequential order, to achieve desirableresults. In certain implementations, multitasking and parallelprocessing may be advantageous.

What is claimed is:
 1. A method comprising: receiving a query;processing the query to determine an additional content item to providein a search results page along with search results that are responsiveto the query, wherein processing includes: identifying a product orservice associated with the query; locating an immersive content itemfrom an inventory of available content items that is relevant to theproduct or service, wherein the immersive content item includes: a firstpresentation interface that is presented when the search results page isloaded, and that includes: a title; an image; a first interaction point;a graphic indicating the availability of additional information forpresentation; a line of text; and wherein:  the immersive content itemtransitions from the first presentation interface to a secondpresentation interface that replaces the first presentation interface,while the search results page remains loaded, in response to interactionwith the first interaction point, the second presentation interfaceincluding a scrollable image portion that presents a first image of aplurality of images and an image sequencing indicator, and repositionedtext; providing the immersive content item for presentation along withsearch results responsive to the received query; transitioning theimmersive content item from the first presentation interface to thesecond presentation interface in response to interaction with the firstinteraction point and while the search results page remains loaded;following user interaction with the second presentation interface,transitioning the immersive content item from the second presentationinterface to a modified first presentation interface while the searchresults page remains loaded, including replacing the image of the firstpresentation interface with a different image that was presented in thesecond presentation interface when the transition occurred; andgenerating, upon interaction with at least one of the additionalinteraction points, a new search query related to the received searchquery and submitting the new search query to a search engine so as toenable new search results to be presented within the same search resultspage.
 2. The method of claim 1 wherein the new search query is for asupplier or source of the product or service and wherein the searchresults include supplier, dealership or other entity for enablingpurchasing the product or service.
 3. The method of claim 1 wherein thescrollable image portion includes an initial image of the plural imagesfor viewing in the scrollable image portion, wherein the plural imagesbeing in a sequence, wherein the scrollable image portion includes afirst control for transitioning between the plural images in accordancewith the sequence.
 4. The method of claim 3 wherein the scrollable imageportion includes a last image in the plural images, the last imageincluding an interaction point and descriptive text for redirecting auser to a web resource with additional information relating to theproduct or service.
 5. The method of claim 1 wherein providing theimmersive content item includes providing instructions for loading thefirst and second presentation interfaces including images for theplurality of images.
 6. The method of claim 1 wherein providing theimmersive content item includes providing instructions for loading thefirst presentation interface at a time when the immersive content itemis provided, and wherein upon receipt of an interaction with the firstinteraction point, the method further comprising providing instructionsfor rendering the second presentation interface including providing atleast a first image of the plurality of images.
 7. The method of claim 6further comprising providing the plurality of images along with theinstructions for rendering the second presentation interface.
 8. Anon-transitory computer storage medium encoded with a computer program,the program comprising instructions that when executed by one or moredata processing apparatus cause the one or more data processingapparatus to perform operations comprising: receiving a query;processing the query to determine an additional content item to providein a search results page along with search results that are responsiveto the query, wherein processing includes: identifying a product orservice associated with the query; locating an immersive content itemfrom an inventory of available content items that is relevant to theproduct or service, wherein the immersive content item includes: a firstpresentation interface that is presented when the search results page isloaded, and that includes: a title; an image; a first interaction point;a graphic indicating the availability of additional information forpresentation; a line of text; and wherein:  the immersive content itemtransitions from the first presentation interface to a secondpresentation interface that replaces the first presentation interface,while the search results page remains loaded, in response to interactionwith the first interaction point, the second presentation interfaceincluding a scrollable image portion that presents a first image of aplurality of images and an image sequencing indicator, and arepositioned text; providing the immersive content item for presentationalong with search results responsive to the received query;transitioning the immersive content item from the first presentationinterface to the second presentation interface in response tointeraction with the first interaction point and while the searchresults page remains loaded; following user interaction with the secondpresentation interface, transitioning the immersive content item fromthe second presentation interface to a modified first presentationinterface while the search results page remains loaded, includingreplacing the image of the first presentation interface with a differentimage that was presented in the second presentation interface when thetransition occurred; and generating, upon interaction with at least oneof the additional interaction points, a new search query related to thereceived search query and submitting the new search query to a searchengine so as to enable new search results to be presented within thesame search results page.
 9. The computer storage medium of claim 8wherein the new search query is for a supplier or source of the productor service and wherein the search results include supplier, dealershipor other entity for enabling purchasing the product or service.
 10. Thecomputer storage medium of claim 8 wherein the scrollable image portionincludes an initial image of the plural images for viewing in thescrollable image portion, wherein the plural images being in a sequence,wherein the scrollable image portion includes a first control fortransitioning between the plural images in accordance with the sequence.11. The computer storage medium of claim 8 wherein the scrollable imageportion includes a last image in the plural images, the last imageincluding an interaction point and descriptive text for redirecting auser to a web resource with additional information relating to theproduct or service.
 12. The computer storage medium of claim 8 whereinproviding the immersive content item includes providing instructions forloading the first and second presentation interfaces including imagesfor the plurality of images.
 13. The computer storage medium of claim 8wherein providing the immersive content item includes providinginstructions for loading the first presentation interface at a time whenthe immersive content item is provided, and wherein upon receipt of aninteraction with the first interaction point, the method furthercomprising providing instructions for rendering the second presentationinterface including providing at least a first image of the plurality ofimages.
 14. The computer storage medium of claim 13 further comprisingproviding the plurality of images along with the instructions forrendering the second presentation interface.
 15. A system comprising: adata store storing instructions; and one or more data processingapparatus that interact with the data store and execute instructionsthat cause the one or more data processing apparatus to performoperations comprising: receiving a query; processing the query todetermine an additional content item to provide in a search results pagealong with search results that are responsive to the query, whereinprocessing includes: identifying a product or service associated withthe query; locating an immersive content item from an inventory ofavailable content items that is relevant to the product or service,wherein the immersive content item includes: a first presentationinterface that is presented when the search results page is loaded, andthat includes:  a title;  an image;  a first interaction point;  agraphic indicating the availability of additional information forpresentation;  a line of text; and  wherein:  the immersive content itemtransitions from the first presentation interface to a secondpresentation interface that replaces the first presentation interface,while the search results page remains loaded, in response to interactionwith the first interaction point, the second presentation interfaceincluding a scrollable image portion that presents a first image of aplurality of images and an image sequencing indicator, and arepositioned text; providing the immersive content item for presentationalong with search results responsive to the received query;transitioning the immersive content item from the first presentationinterface to the second presentation interface in response tointeraction with the first interaction point and while the searchresults page remains loaded; following user interaction with the secondpresentation interface, transitioning the immersive content item fromthe second presentation interface to a modified first presentationinterface while the search results page remains loaded, includingreplacing the image of the first presentation interface with a differentimage that was presented in the second presentation interface when thetransition occurred; and generating, upon interaction with at least oneof the additional interaction points, a new search query related to thereceived search query and submitting the new search query to a searchengine so as to enable new search results to be presented within thesame search results page.